National Geographic and Farhan Akhtar partner for water conservation with MISSION BLUE -

National Geographic announced its Mission Blue in Mumbai to mark the occasion of Earth Day, announcing Bollywood actor Farhan Akhtar as brand ambassador for the cause.

National Geographic will also use various modes to disseminate the message, which includes special documentaries on the water issue; both global and local, as well as specially created short films by award-winning directors Imtiaz Ali, Hansal Mehta, Aniruddha Roy Chowdhury, and MadhurBhandarkar, who will creatively bring out the key message through everyday stories of India.

Mission Blue is the life and work of oceanographer, marine biologist, and environmentalist Sylvia Earle and inspires action to explore and protect the ocean. Hope Spots are special places that are critical to the health of the ocean — Earth’s blue heart. Some Hope Spots are already formally protected, while others still need defined protection. Under Dr. Earle’s leadership, the Mission Blue team has embarked on a series of expeditions to shed light on these vital ecosystems and ignite support to safeguard them as marine protected areas.

National Geographic and WaterAid India have also come together for MissionBlueMySchool. They aim to provide clean drinking water to schools, so that every child can stay healthy and concentrate on their education

Swati Mohan, business head India, National Geographic and FOX Networks Group, said: “National Geographic has always been a brand that has stood for driving purposeful change; something we have been doing for over a century now. Today, the water crisis around the world calls for much attention. In India alone, 663 million people lack access to safe drinking water – a problem that is only going to get worse if no immediate action is taken. We are hopeful that this initiative will help enlighten people on what can be achieved by collective action.”

Bollywood actor Farhan Akhtar commented on his association: “I am proud to be associated with an iconic brand that has the legacy of working for the cause of preserving the planet. National Geographic Mission Blue is a very special initiative that is very close to my heart. It has the power to enlighten, inspire and empower people who are unaware of what they can do towards the cause of water scarcity and drive real change. I hope people will realize that the responsibility of conserving water and of their own future is essentially in their own hands.”